Universidad deTalca (Chile). Facultad de Ciencias Agrarias
Abstract
131 p.
Georg-August-University of Göttingen, Germany.It was conducted a research in order to estimate the willingness to pay for Fair Trade wines
in Germany. The study was carried out completing 93 surveys of wine drinkers in
Göttingen and around Germany. It was also an aim of the study, to collect which are some
driving ideas of the consumers about Fair Trade and the attitude of them over the Fair
Traded wines. The consumers provide diverse information about frequency and amount of
bottles for each wine purchase. Regarding to the preferences of the wines, red and
conventional production is the preferred by the consumers, with a strong choice over fruity
and dry wines with intense colors and in preference in the classical 0,75 L bottle. About the
wine brands recalling, in general terms there is a high no response rate and confusion
between brands, varieties and DOCs. In the scheme of the certifications, the Bio production
Logo (German norm) was recognized by the 92,5 % of the sample, against a 49,5% who
knows about the Fair Trade Logo (TransFair). About this, in general terms, the acceptance
of the idea of Fair Trade is important and trustful for the consumers, and for the core of
them, this means the 63% of the sample, the wine preferences are focused on small
producers suppliers, more than wineries with social projects, not caring about the origin
country and where the political engagement is more important than the religious one. In
general terms are able to pay 0,5 € more than another similar option, value which was taken
as an estimation for the Fair Trade premium price. In the targeting pricing and costing of
this niche market, there was found three segments: the basic one, who is able to pay up to 3
€ per bottle; followed by the standard-medium, between 3,5 € and 4,29 €, and a high one
over the 6,49 € up to 10 €. As well as the ranges from 3,5 € to 6,49 € are covered by the
current offer, but there is space to growth with the 3 € wines and 10 € wines. For the first
case is proposed avoid some costs exporting bulk wine and bottling in Germany, and for
the other a delicate work with farmers in order to achieve the necessary quality for the
market
